Taco Supremacy
By incorporating a white symbol in the form of sour cream onto a taco, it becomes evident that the designation of the taco as "supreme" through the addition of sour cream not only whitewashes the traditional Mexican dish but also reinforces the notion of white superiority.
The term "supremacy" connotes dominance and control, and its association with a fast-food item like the Taco Bell taco supreme reinforces power structures that marginalize and erase minority cultures, and exemplifies not only the product of a dominant white culture but also a symbol of its power and privilege.
The use of a pedestal, traditionally employed to elevate and exalt influential figures, further underscores how Taco Bell's branding of the taco as "supreme" perpetuates the notion of white supremacy by implying its superiority over other versions of tacos.
Furthermore, the artwork sheds light on the deceptive nature of fast-food marketing, and the subtle yet pervasive presence of white supremacist ideology in our society, even in the realm of everyday phenomena such as fast-food.
Live Más
At first glance, the phrase "Live Más" may appear as a simplistic and catchy slogan urging patrons to relish their culinary experiences and embrace a life of abundance. Yet, upon closer examination, it becomes evident that this phrase is not a mere haphazard assemblage of words, but rather a carefully constructed slogan that seeks to tap into the cultural heritage and identity of the Mexican people.
By deconstructing the "Live Más" slogan, we uncover a web of problematic connotations that lurk beneath its surface. Firstly, the phrase implies that the true fulfillment of life can only be achieved through the indulgence in food that is perceived as exotic and culturally distinct. This perpetuates the notion that "other" cultures are valuable solely for their ability to provide novelty and entertainment to a predominantly white consumer base. It suggests that other cultures must be appropriated and commodified in order to attain any semblance of worth.
The slogan perpetuates the notion that the pursuit of insatiable consumption and the relentless pursuit of the best, regardless of the consequences, constitute an admirable way of life. This mindset echoes the exploitative tendencies ingrained in white supremacist ideologies, where the ends justify the means, regardless of the harm inflicted upon others.
Just as the "Live Más" slogan effaces the intricate and profound cultural significance of the term "más" within Mexican culture, an art exhibition hosted by a predominantly white institution for minority artists can similarly strip away the rich layers of cultural significance embedded within the works of these marginalized creators. It underscores how even within spaces purportedly dedicated to uplifting marginalized communities, the hegemony of white culture and the appropriation of their traditions persist.
Predominantly white art institutions may engage in tokenism, utilizing minority communities as mere tokens to alleviate their own guilt or complicity in perpetuating systemic racism and white supremacy within the art world. By presenting the work of minority artists or organizing events tailored to minority audiences, these institutions may believe they are fulfilling their obligations to address issues of diversity and inclusion. However, they fail to acknowledge the ways in which their own practices and policies contribute to the marginalization of minority artists and audiences.
This serves as a stark reminder that the consumption and commodification of cultural traditions often takes place within a broader framework of systemic oppression and marginalization. The superficial embrace of diversity, when divorced from genuine efforts to dismantle structural inequalities, becomes a hollow gesture that perpetuates the status quo.
IG: JPQUETZAL
